Nomis Analytics | Competitive & Customer Intelligence

What We Do

One underlying intelligence capability. Four deployable modules.

Each works standalone. Together they form one commercial journey — from market signals to customer impact to action.

Two coffee shops side by side representing competitive proximity

Market · What is happening?

Competitive Intelligence

What it is

A single weekly view of everything competitors are doing in public — paid advertising, social activity, pricing and promotions, review sentiment, and expansion signals — across every named competitor you track.

"A competitor's price move only helps you if you see it while the window to respond is still open."

How it drives decisions

Match or reposition on pricing within days, not weeks
Read category demand shifts before committing kitchen or marketing spend
See where competitors are investing before it shows in your numbers

Each capability delivers value on its own. Combined with the others, it answers a bigger question.

Scope: Promotions inside closed platforms sit outside current coverage — flagged as a known gap, not assumed away.

Inside a shopping mall showing food and beverage outlets

Exposure · Where does it matter?

Location Insights

What it is

A location analytics engine that scores every outlet on real competitive exposure — how many competitor stores sit nearby, how close, and what they are actively promoting right now.

"A competitor two minutes away mid-promotion is a different threat to one five kilometres away with nothing live."

How it drives decisions

Prioritise which outlets get a tactical response this month
Identify structural pressure zones worth a standing playbook
Build the business case for defensive investment anchored to real exposure

Each capability delivers value on its own. Combined with the others, it answers a bigger question.

Basis: Exposure scores built on real computed distance data, refreshed as outlet and competitor footprints change.

Programme · How competitive is our proposition?

Loyalty Scoring

What it is

An independent benchmark of your loyalty programme against the major programmes competing for the same customer — value returned per Ringgit spent, clarity, generosity in early visits, and digital experience.

"Two programmes can look identical on paper and land completely differently with a member."

How it drives decisions

Rank the two or three highest-leverage changes to earn rate or redemption
Defend loyalty investment with a sourced comparison, not an assumption
Spot where a competitor is winning on member experience before it shows in churn

Each capability delivers value on its own. Combined with the others, it answers a bigger question.

Scope: Benchmarks the publicly visible promised experience. Calibrated to Malaysia; other SEA markets need their own benchmark.

Customer impact · Who is affected and what revenue is exposed?

Customer Diagnostic

What it is

The connector that applies the same rigour to your own transaction and membership data — segmenting customers into lifecycle states and overlaying competitive exposure onto each segment.

"Knowing which members, worth how much, sit inside that exposure is what makes a finding actionable."

How it drives decisions

Translate store-level exposure into named customer segments and revenue at risk
Prioritise retention on members who are both high value and genuinely exposed
Give loyalty, marketing and operations a shared evidence-based view

Each capability delivers value on its own. Combined with the others, it answers a bigger question.

Status: Built and demonstrated on illustrative data. Applying it to your numbers is a short, scoped pilot.

What You Get

This is what the intelligence looks like — applied to a real competitive environment.

A small sample of what the intelligence looks like in practice — based on a hypothetical multi-outlet F&B operator in Malaysia. Each module produces significantly more depth than shown here. Outputs are tailored to your competitive set, your outlets, and your market.

Location Insights

Outlet Exposure Index

Illustrative

Which outlets face the most concentrated competitor activity right now — scored by proximity, floor, and active promotion.

Outlet	Exposure	Competitors nearby	Primary threat
Suria KLCC	HIGH	5 within same venue	Brand A · Active promotion
Pavilion Bukit Jalil	HIGH	3 same floor	Brand B · Tracked promotion
Mid Valley	MEDIUM	2 within 5 min walk	Brand C
Setia City Mall	MEDIUM	2 within 5 min walk	Brand D
Sunway Pyramid	LOW	1 — different zone	None active

Exposure score: distance + active promotion + competitor count. Refreshed weekly.

Loyalty Scoring

Programme Benchmark

Illustrative

Your loyalty programme scored against the major competing programmes — on the dimensions members actually use to decide where to go back.

Your Programme

Competitor A

Competitor B

Competitor C

Biggest gap identified

Redemption value: your programme returns measurably less per Ringgit spent than the leading competitor. Closing this gap is the highest-leverage structural change available.

Scored across a range of dimensions including (but not limited to): earn rate · redemption value · early-visit generosity · digital experience · member feedback · tiering structure · partner offers · clarity of proposition.

Customer Diagnostic

Revenue at Risk

Illustrative

Competitive exposure mapped onto your actual customer base — showing which segments, worth how much, sit inside the highest-pressure outlets.

RM 2.4m Annual revenue in exposed outlets

14,200 Active members in high-exposure locations

3 High-risk segments identified

Habitual regulars — frequency at risk

4,100 members · RM 890k revenue · visiting competitor-dense outlets 4×/week

Occasional loyalists — loyalty gap exposed

6,800 members · RM 1.1m revenue · low redemption rate, competitor running earn bonus

New joiners — conversion risk

3,300 members · RM 410k revenue · within 90 days, competitor running new-member acquisition offer nearby

Applied to your transaction and membership data. Short scoped pilot to implement.

Competitive Intelligence

Competitor Brand Index

Verified · Aug 2026

How your key competitors look across the channels that drive customer acquisition — paid search, paid social, organic reach, and digital footprint.

Paid Ad Presence — Meta & Google

Brand	Outlets	Meta Ads	Google Ads
Brand A	602	● Active · 16+ creatives	● Active · 41 ads
Brand B	648	● Active · 2 fronts	● Active · 12 ads
Brand C	105	● Active · 4 ads	● Active · 8 ads
Brand D	141	● Active · 1 campaign	● Active · 5 ads
Brand E	188	○ None found	○ None found
Brand F	133	○ None found	○ None found

Four of six tracked competitors are running active Google Ads — a shift from the Meta-only pattern seen earlier in 2026. Brand A maintains the widest platform spread.

Organic Social Reach — Instagram followers

Brand B

338k

Brand A

242k TikTok · 221k IG

Brand D

37k

Brand F

39k

Brand A added an estimated 12k followers across Meta platforms in the past 30 days — the fastest-growing organic presence in the tracked set. Brand D increased posting frequency by 40% over the same period, coinciding with a new outlet opening campaign.

These four panels illustrate a fraction of what each module covers. A full engagement goes considerably deeper — across more competitors, more outlets, more customer segments, and more decision points than any sample can show.

Getting Started

It is common to start light and go deeper once the first piece of work has proven its worth.

→

Light Touch

A Single Question, Answered

One clear question, one focused deliverable, no ongoing commitment. A concise sourced report. The natural way to test fit.

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Deep Dive

A Properly Scoped Project

Multi-week, built around a bigger decision. Multiple capabilities combined into one deliverable. Often follows a Light Touch engagement.

Monthly Subscription

Intelligence That Never Goes Stale

Continuous monitoring on a regular cadence with a standing advisory session each cycle. Scoped narrow or broad, adjusted as needs change.

Why Nomis

Founded by Simon Samuel — former senior analytics leader with two decades of experience in customer analytics, loyalty and AI across global consumer businesses.

The intelligence of a data science team. The flexibility of a trusted advisor. None of the overhead of either.

Most F&B operators in Malaysia and Southeast Asia face the same gap. The insight they need exists — in market signals, customer behaviour, loyalty economics — but accessing it has always meant a choice between three imperfect options: a SaaS tool that is rigid and generic, a consulting engagement that is expensive and episodic, or building internal capability that takes years and carries real execution risk.

Nomis Analytics is none of those things. It is a modular intelligence practice — built on two decades of B2C analytics across global retail and loyalty markets, and eight years working specifically in Malaysia and Southeast Asia. The capabilities are pre-built, field-validated, and deployed as a supported service: configurable to your competitive set, your outlets, your customer base, and your market.

You get depth of insight that reflects genuine vertical and country expertise — not a generic platform applied to your category. And you get it without the fixed costs, the long procurement cycles, or the risk of a capability build that outlasts the business problem it was designed for.

20+ Years senior analytics leadership

8 Years Malaysia & SEA

£75m Commercial uplift delivered across previous roles

How It Fits Together

Four modules. One picture of what your customers are experiencing — and what it is doing to their engagement with you.

Each capability is a complete, usable product on its own. You can start with one and get immediate value. But combined, they produce a single commercial journey: from market signals to the specific customers and revenue at risk — and the action required to protect it.

Market

Competitive Intelligence

What competitors are doing, promoting, and where they are expanding — captured weekly.

Exposure

Location Insights

Which of your outlets are in the direct path of those moves — scored by proximity and active promotion.

Programme

Loyalty Scoring

Whether your loyalty offer is strong enough to hold those customers — versus what competitors are promising right now.

Action

Customer Diagnostic

Which specific customers — worth how much — sit inside that exposure. Named segments. Revenue at risk. A decision, not a report.

The output is not four separate reports. It is a single answer: here are the customers being pulled away, here is what the market is offering them, and here is what it would take to keep them.

Your competitors are moving. Most operators find out weeks later, from a falling till.

The gap is rarely data collection. It is turning scattered signals into decisions before the window to act has closed.

Each works standalone. Together they form one commercial journey — from market signals to customer impact to action.

Competitive Intelligence

Location Insights

Loyalty Scoring

Customer Diagnostic

This is what the intelligence looks like — applied to a real competitive environment.

It is common to start light and go deeper once the first piece of work has proven its worth.

The intelligence of a data science team. The flexibility of a trusted advisor. None of the overhead of either.

Four modules. One picture of what your customers are experiencing — and what it is doing to their engagement with you.

What decision are you trying to make?